UTM builder

Google’s rules

The only rules this page quotes. Sources: Google Analytics Help, “URL builders: Collect campaign data with custom URLs” and Google Analytics Help, “[GA4] Default channel group”. Last checked: 25 October 2026.

Presets and their GA4 channel

Every preset is lowercase, and you can edit it after picking. You always type the campaign name yourself.

If you change the medium so it no longer matches one of the rules above, the builder says the link may land in Unassigned, which is what GA4 uses when no channel rule matches (source).

Bulk mode

Switch to Bulk and paste up to 200 URLs, one per line. They all get the same tags. To give each link its own tags, paste CSV instead, with this header:

url,source,medium,campaign,content,term

Blank lines are skipped. A line that isn’t a web address, or a CSV row with the wrong number of columns, is shown in red with its line number and left out of the download. If the same source is spelled two ways, like x and twitter, the builder points it out. Copy all the links at once, or download them as a CSV made in your browser.

QR code

Turn on QR code and the builder draws a code that holds the full tagged link, so you can put it on a flyer, a slide or packaging and still see the visits in GA4. Download it as PNG or SVG. Scan to test before you print. Very long links make dense codes that are hard to scan, so keep the campaign name short.

How it works

• The link is built with your browser’s own URL tools, so every value is encoded correctly. Tags already in your URL are read into the fields and replaced, other parameters stay, and a #section stays at the end.
• The channel line checks your medium (and, for Email, your source) against Google’s default channel rules, in Google’s order. Channel rules aren’t case sensitive, but reports are. Google also matches the source against its own lists of social, search, video and shopping sites, which this builder doesn’t copy, so the line says “most likely”.
• The warnings cover mixed case, spaces, tags already in the URL, a missing source, medium or campaign, characters like & or # inside a value, links without https, and links over 2,000 characters.
• Nothing leaves the page. There’s no account, no link shortener and no upload. The CSV and the QR code are made in your browser.

Questions

Are UTM parameters case sensitive?

Yes. Google’s help page says utm_source=google is different from utm_source=Google, so use lowercase every time. (source)

Which UTM parameters do I need?

Google says “you should always use utm_source, utm_medium, and utm_campaign.” Add utm_content or utm_term when you need to tell links or keywords apart. (source)

What UTM tags should I use for LinkedIn or X posts?

Use the platform as the source, like linkedin or x, and social as the medium, so GA4 puts the visit in Organic Social. (source)

Can I make a QR code with UTM tags?

Yes. Turn on QR code and the code holds the full tagged link. It’s made in your browser.

Is anything I type stored?

No. Everything happens in your browser. Nothing is sent or stored.

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